Research On The Influence Mechanism Of Social Network On Creative Performance Of China's Film Projects

As a cultural and creative product,the realization of the creative value of film is the comprehensive result of its economic value,artistic value and entertainment value.In the existing theoretical research,the judgment of film value shows a separation of economics and creativity,which result a phenomenon that pursuit of box-office or awards unilaterally.The performance of the film project is affected by its network structure.At the same time,due to the diversity needs of resource and capacity,make the cooperation behavior of enterprises show as a dynamic alliance with the characteristics of network reconstruction in the transformation of different projects and then affect the project performance.Therefore,based on the studies of social network structure,dynamic alliance and creative performance of Chinese film projects,this article explore relationship of them.It aims to solve the problems of incomplete project evaluation methods and unclear industrial network structure of Chinese film industry,and uncover the mechanism of the impact of social networks on the creative performance of film projects with the analysis of dynamics alliance.This article relies on the National Social Science Foundation's art project Research on the Innovation of Construction and Governance of the Cross Regional Network of Cultural Clusters(Project No.14BH091);Take the cooperative network of the film industry as the research object;Based on the theory of social network,dynamic alliance and creative economy;use the methods of data visualization,network structure topology,stochastic frontier analysis,linear optimization,multiple regression analysis and others are used,and with the help of Gephi,UCINET,GAMS,STATA,etc.This article describes and cardings the network structure and evolution law of Chinas film industry,analyzes the dynamic alliance behavior of enterprises in the project,builds a diversified comprehensive performance evaluation system and measures it.On this basis,this article analyzes the influence mechanism of social network structure on the creative performance of film projects under the action of enterprise dynamic alliance.The main research contents and conclusions are as follows:(1)This article analyzes the network structure of Chinas film industry through the method of data visualization,and makes a comparative study of the evolution process of the network structure of Chinas film industry from the perspective of industrial division.It shows that the network of Chinas film industry has developed rapidly and has formed a complete social network structure with a certain scale.In general,the network structure of Chinese film industry shows a "four core edge" structure with state-owned enterprises as the core and private enterprises,Internet enterprises and local studios gradually marginalized.The state-owned enterprise always hold stand on the core position in the general network;the positions of private enterprises are scattered;the Internet enterprises grow rapidly,and shows a challenge of private enterprises;the local studios are gradually marginalized and even vanished from the network.Through the study of the network structure of different stages in the film industry chain,it shows the state-owned enterprises and private enterprises constitute the core of the network structure in the film production stage.But in the stage of distribution,it shows a polarization structure between Huaxia distribution company and Internet enterprises.It shows a small scale but rapid growth of network in the support stage with PR and marketing.At the same time,this article calculates the scale,density,centrality,structural hole,small-world and other indicators of the social networks,and provides a quantitative support for the analysis of visual description.(2)Setting method to evaluate the performance of film creativity based on the inputoutput efficiency of film project,then measures the efficiency of film projects under the same level of resource input as its creative performance.Using the method of stochastic frontier analysis(SFA),this article constructs a stochastic frontier model based on capital and creative input,and measures the level of creative performance with box office,awards and word-of-mouth as the output.Using the optimization model aims at the minimum loss of non-efficiency,and solve it with GAMS.Then obtains the comprehensive creative performance under the condition of combined output.Through the comparative analysis of the creative performance,it shows that there is a big room for improvement in the creative performance of Chinas film projects;t here are significant differences in output performance under the same resource input condition;and there are significant differences between the creative performance under the conditions of genre,investment,etc.(3)Based on the study of the dynamic alliance relationship of Chinese film enterprises,the characteristics of the alliance in film projects are summarized as the breadth of alliance cooperation,the turn-over of alliance members and the experience of alliance cooperation,and the breadth of alliance cooperation and the turn-over of members are taken as the evaluation indexes of alliance dynamics.Based the result of indexes of the dynamic alliance,a theoretical model is constructed to study the influence of network structure on the creative performance,which mediated by alliance dynamics and test the relationship of variables in the framework of theoretical model.The empirical results show that the structure of network has an impact on the creative performance of film project,and the alliance dynamics has a partial mediating effect among them.The alliance experience has a negative moderating effect on the relation path between network and alliance dynamics.The innovations of this article are as follows:(1)This article describes the network structure of Chinese film industry by the method of data visualization,and compares and analyzes the evolution law of Chinese film industry network.objectively.Theoretically,this article summarizes the development path of Chinese film industrialization from the perspective of social network theory,and make a theoretical connection between industrial network and project performance.In terms of methods,make it more directly and vividly of the evolution law of the network of Chinese film industry by using the visualized structure topology.This article depicts the network structure and evolution law of Chinas film industry comprehensively and detailedly from three dimensions of time evolution,industrial chain division and the main body of the network.(2)This article constructs a comprehensive performance evaluation system combining film economy and creativity,and calculates the project performance under different output conditions,which provides a more comprehensive method for the performance evaluation of film projects.The creative performance under the conditions of economic output,artistic output and word-of-mouth evaluation is calculated respectively,which provides the basis for product and market division of film projects under the different types of outputs.At the same time,the comprehensive creative performance under the multi-output condition is constructed and measured.In practice,it provides a more balanced standard for film project evaluation;In theory,it provides a theoretical possibility and method basis for bridging the antagonism between commercial,artistic and mass entertainment in film evaluation.(3)The theoretical models of social network structure,dynamic alliance and creative performance of film projects are constructed and verified.It proves The influence of social network structure on creative performance of film projects and the role of dynamic alliance in this relationship,and explains the impact mechanism of network structure on organizational performance from the perspective of organizational behavior.This article linkes industrial organization,enterprise behavior and project performance research together from the overall to the local and from the macro to the micro.In theory,it opens the "black box" of the influence mechanism of social network structure on project organizational performance through the analysis of enterprise dynamic alliance,and connect the static social network structure with organizational performance by dynamic cooperative behavior;In practice,it provides an empirical basis for the alliance relationship management of film enterprises and the choice of cooperation strategy based on social network structure.(4)Through the research on the network structure,dynamic alliance and creative performance of Chinas film industry and the test of their relationship,this article summarize the basic rules of the value realization of cultural and creative projects,and provides some general experience for the strategy of cultural and creative enterprises.As an important part of the cultural and creative industry,part of the research conclusions of the film industry are make sense of the cultural and creative industry.This paper takes the Chinese film industry as the research object,which provides the theoretical basis and reference method for the value evaluation of cultural and creative products and the network research of cultural and creative industries,and also provides a reference for the formulation and adjustment of the cooperation strategy of cultural and creative enterprises.